Use fresh content to boost rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2021, 5:00 PM GMT+0

Websites with insufficient fresh content see less engagement, high bounce rates, low rankings and search traffic plateaus.

Publishing fresh content should be considered an essential part of a brand’s SEO strategy, especially for companies working in the news sector or fast-moving niches like video games and cloud services. However, marketers should balance fresh content with evergreen content to consistently provide articles that address user search intent.

Creating fresh content that answers users’ query regarding a recent incident can help brands attract Google’s freshness algorithm. Along with that, marketers should also try to earn quality backlinks from high-authority websites to portray authority, improving search rankings.

But, companies should avoid sacrificing quality to maintain content frequency. Instead, they can republish evergreen content with updated information to maintain consistency. They should also encourage readers to post comments and share branded articles to improve search rankings.

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